Taking as its starting point the nature of marketing tasks, this book draws on organizational theories and makes its own contribution to generate insights and understanding about some of the concerns that need to be deal with if marketing success is to be achieved. The book surveys developments in the study of organizations, and considers how organizations can be adapted to better serve the needs of marketing.
Recenzijos
'The book breaks new ground...in emphasizing tha tmarketing is as much a consequence of organizational structure as it is an influence upon it.' M. J. Baker, Strathclyde University.
'An excellent guide for understanding the complexities of structuring marketing organizations.' Rad Spassitch
Introduction.
1. The Tasks of Marketing
2. Organizational Choices
3. The
Contingencies
4. The Logics of Organizations
5. Conflict and Integration in
Marketing.
Multivolume collection by leading authors in the field
